Developing Leader for Change & Innovation in Tourism

28th June 2010

Core Module

Customer Management

Session 2

Dr Jim Hamill

www.energise2-0.com

jim.hamill@ukonline.co.uk

Impact of the Social Media Revolution

Agenda

Overview of Social Media

Social Media in Action

Key Things to Remember about Social Media

‘Getting There’ – your response

Social Media Overview

Business uses/benefits

Tourism 2.0Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter

Characteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Impact – Wikitourism

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

Social Media in Action

Quick Examples

In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

From the web site• This 5-star hotel and residence offers European hospitality with

an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

The Customer Experience

of the Brand

Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.

Responding to

Tripadvisor

How not to respond

Response Policy

Monitor what is being said, where…. Thank them for taking the time to leave a review Highlight any positive aspects first Emphasis your customer centricity Atypical experience Apologize (if it’s a legitimate complaint) Your action on their feedback. How you address it Provide an offline channel for continuing the conversation.

Ask them to call or e-mail

Send strong positive message to readers…..

Will It Blend?

5.7 million views

United Breaks Guitars

9 Million Views

26,817 Comments

Fashion brands v

the new ‘kid on the block’

Buy Our Stuff

Customer Engagement

Threadless on Facebook

141,332 'likers'

1.5 Million Twitter Followers

The Italian Man

Who Went to Malta

14.6 million views

Social media redefines

the concept of a web site

Number 10 Built Using Wordpress

Embeds Content from SM Channels

Embeds Youtube

Embeds Twitter

Links to Facebook

Energise 2.0 Built on Wordpress

Social Bookmarking

CMS and Stats

CMS and Stats

CMS and Stats

Cafe Gandolfi

Brand Engagement

Customer Interaction/Intimacy

1,300 Plus Involved

The Winner

Interaction

Performance Insights

Performance Insights

Performance Insights

Performance Insights

Extend to Twitter

The New Gandolfi Blog

The New Gandolfi Blog

The New Gandolfi Blog

The Roger Smith Hotel New York - the World’s most social media savvy hotel?

http://econsultancy.com/blog/4586-q-a-the-marketing-duo-behind-new-york-s-social-media-hotel-3

Web Site

Blog

Blog

Youtube

Twitter

Twitter

Flickr

Flickr

Flickr

Facebook

Facebook

Tripadvisor

Tripadvisor

Tripadvisor

Tripadvisor

Impact

Aim is to increase revenue/bookings from building strong online customer/network relationships

When they come to New York, they will stay with us Special promos related to events e.g Craft Beer Week KPIs – monthly report produced covering Exposure,

Engagement, Sales Bookings have increased from Social Media activities

Things to Remember

about Social Media

It’s social

– A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet

Power shift

– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success

Declining effectiveness of traditional approaches 

– Does anyone listen to sales/brand messages anymore?

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

Pull v push

– Consumers/users decide what information they wish to access

New ‘mindsets’ are required

– Marketing as a conversation with your customers/network– dialogue not broadcasting

– But this is something that most of us are not very good at doing. We prefer ‘telling’ people

SM ‘winners’ and ‘losers’

– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

New performance measures

– Requires new performance measures Quality of your network Relationship strength Ability to leverage

Social media monitoring tools

Redefines the concept of a web site

The need for new business/marketing models

Performance Measures - The ‘4Is’

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Social Media Monitoring Tools –Audit, Assess, Impact

The need for new business/marketing models

– Traditional approach: Product development – Differentiate – Market and

Promote - Sell

– New model based on: Communities, networks, openness, peering, sharing,

collaboration, customer empowerment, ‘think and act’ globally

Engage and energise ‘Create the Buzz’

Monitor the Conversations

Use Social Media Monitoring Tools to monitor online conversations relevant to your brand

No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat

More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar 

Who is talking about Malta,

where online, what are they saying?

Bob DylanCome gather 'round people

Wherever you roam

And don’t criticise

What you can't understand

Your sons and your daughters

Are beyond your command

Your old road is

Rapidly agin‘

Then you better start swimmin’

Or you'll sink like a stone

For the times they are a-changin’

‘Getting There’

Next Steps Get Involved

– Google Alerts, Linkedin, Social Media Monitoring Learn more Develop a strategy Implement Monitor

SM Strategy Development Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for

‘getting there’ Organisational, people and resource issues

Ensure that your social media strategy is fully aligned

with and supportive of your overall strategic goals and

objectives with clear targets and ROI criteria

Social Media

Development Cycle

SM Development Cycle

Each Step is being covered in detail on our blog at

www.energise2-0.com

Five Key Areas

External Analysis: Evaluate Your Social Media Landscape

Internal Analysis: Evaluate Your ‘Readiness to Engage’ Develop Your Social Media Strategy and Action Plans

for ‘Getting There’ Evaluate Your Social Media Performance and ROI Organization, People and Resource Issues

The Three Key Questions

Who are our customers?

Where do they hang out in social media?

How can we best engage with and energise them?

www.mashable.com

Second presentation on Social Media Strategy Development available on

www.advance-tourism.eu

Continue the discussion at www.advance-tourism.eu

www.tourism2-0.co.uk

www.energise2-0.com

Thank You